10 Jul 2024

Kenya embraces public-private partnerships to boost adventure tourism

KTb Adventure Tourism.png

The Kenya Tourism Board (KTB) is leveraging public-private partnerships to enhance the country's adventure tourism sector. June Chepkemei, CEO of KTB, highlighted the resilience and growth potential of adventure travel, noting its ability to support local economies as the industry recovers from the COVID-19 downturn.

Kenya's diverse tourism offerings, including eco-friendly safaris, birding, and water sports, are being promoted alongside efforts to showcase lesser-known attractions during off-peak seasons. This strategy aims to distribute visitors and revenues more evenly, benefiting both the economy and local communities.

KTB has established the Kenya Adventure Tourism Product Club to facilitate collaboration in packaging and promoting adventure tourism. The club comprises various tourism experience providers from both private and public sectors.

With the global adventure tourism market valued at over $450 billion, Kenya is positioning itself to capitalise on this growing niche. KTB is particularly focused on attracting younger travellers who show a strong inclination towards independent travel.

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Source: KBC